We’ve been talking a lot lately about how to build an effective landing page: Clear headline, strong call-to-action, consistency with your ad copy, simple, concise writing.
But the question remains: How do you know if you have on that is effective? I’m sure the first answer that pops into your mind is conversion rate. If you’re making lots of sales, you probably don’t feel the need to test and measure your landing page’s effectiveness.
But if your page isn’t converting well (i.e. you’re not making lots of sales), you do no doubt want to know where things are breaking down. This is where the following metrics come in.
Here are 4 ways to measure the effectiveness of your landing page.
We’ll start with the most obvious and most used metric: conversion rate. The calculation is simple:
Number of sales, leads, or goals achieved / Number of visitors = Conversion Rate
The higher the conversion rate, the better. It’s great to get a ton of traffic, but if you’re not getting those visitors to take action, what’s the point?
Cost Per Sale
If you’re paying for your traffic, whether through AdWords, Facebook PPC, or other methods of advertising, you’ll want to make sure the cost is worth it to you.
How much are you spending on advertising? How much are you making in sales?
Total spent on advertising / Total Sales = Cost Per Sale
Time on Page
How much time are your visitors spending on this key page? Are you getting lots of traffic, only to have them leave immediately?
If you’re getting traffic but people aren’t spending much time on the page, there’s a good chance your ad copy is not consistent with your landing page. Is it clear in your ad copy what you want people to do on this page? Is that expectation being met when people arrive there?
If it’s organic SEO that’s driving people to your landing page, are the keywords which they’re finding you through actually relevant to what you’re offering? Mulching Mornington Peninsula
“Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page. Use this metric to measure visit quality – a high bounce rate generally indicates that site entrance pages aren’t relevant to your visitors. The more compelling your landing pages, the more visitors will stay on your site and convert. You can minimize bounce rates by tailoring landing pages to each keyword and ad that you run. Landing pages should provide the information and services that were promised in the ad copy.”
This one is similar to Time on Page. The difference is that people may be spending a good amount of time on your page, but may be leaving without taking any action. (i.e. this is a single page visit: no clicking on links, no entering email, no purchase, no visiting another page on your site).
I’m curious if you have any other metrics you use to measure the effectiveness of your landing page? Do you use all of the above to test your key pages?
Jennifer Sheahan is the founder of The Facebook Ads Lab, a full-service ads agency specializing in Facebook PPC ads. The FBAdsLab provides ad campaign management, training, and mentor programs for marketers. The goal of the FBAdsLab is to help business owners learn all they need to know to be successful in advertising on Facebook; to take control of their traffic so they can stay ahead of their competition and be leaders in their field.